pkcomm

Excellence in Internet Marketing

PK Communications has been on the internet since the very beginning, trying to do one thing better than anyone else: help clients show up high in the search engines. A simple WhoIs search will show you exactly what I'm talking about - we've been online since July 16, 1997, which is before Google, Bing, and many of the other top SERPs were created. Even back then, when getting a free listing in Yahoo's site of the day index was huge, we realized that a site that was impossible to find in the search engines was as good as an ATM machine in the middle of the Mojave Desert.

Unlike most optimization companies who will spam your contact forms offering to move your site to the top of Google, we actually did it for ourselves first. We created many affiliate marketing sites for companies like Cognigen Networks, Commission Junction, and Telarus. Through these sites we were able to create a very nice residual income without having to speak with a single customer. The tracking codes we used enabled the affiliate marketing company to track the sales back to us and checks started showing up in the mail each month.

The great thing about search engine marketing is the most of the same principles that worked yesterday still apply today. You need unique content, a plethora of inbound links, a great domain name, and META tags that clearly indicate what it is your web site is about. You would be amazed at how much companies invest in flashy, over-the-top web sites just to have the exact same META tags placed on each an every page. Talk about poor red zone offense: getting the ball down to the 2 yard line and then not being able to score. Proper HTML coding requires an eye for detail, but the easier you make it for Google to figure out what's on your page, the better chance you have of getting ranked.

The early days of search engine optimization were, for lack of a better phrase, a free for all. I remember being able to look at the source code from a page that ranked number one in Infoseek, make my code amazing similar to that page, resubmit my page to the spider index, and within minutes I was on top. One night, I battled with another webmaster for over 10 hours, with 5 lead changes, until finally he called me on the phone to beg for a truce. The old algorithms over the nineties allowed the indexes to fill up with web page spam and these sites quickly gave way to Google, which figured out a way to filter out spam, keyword stuffing, and other blackhat methods we were all using to push our sites to the top. In order to get ranked in Google's new world, you'd have to obey the rules and do the hard work required to make your site both interesting to the algorithm as well as human visitors.

Many sites from this era were not able to make the transition and were lost forever from the search engines. Others, however, not only adjusted to the new rules, but figured out new ways to lift themselves to the top. One of these strategies is something we call "long tail", where you can optimize pages for search terms that don't get used very much. The theory goes that if you submit millions of pages to Google, and just get .1% hit rate on them all each day, that's still hundreds of hits per day - with a much higher-than-average conversion rate. This is one of the main strategies we recommend to our clients as they build out their "fishing net" of web sites. Although this method requires time and money, the results we've been able to produce have made it well worth the effort.

This site is dedicated to sharing my insights on organic search and the lessons I've learned over the years. Many of these lessons didn't come cheap, and took many thousands of dollars in 'tuition' before finally deciding on the right path forward. But, having said that, the future truly does look bright for small and medium sized businesses looking to climb to the top.





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